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| Topic: |
Business
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| Number of pages / Number of words: |
12 / 3091 |
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The size of this segment is increasing. Citizens over 55 years will account for 31% of the population in 1991, up from 25% in 1988. Sixty seven percent of adults 55-69 and 60% of those are 70 years regularly drink coffee. We also intend to continue to deliver a 38% margin, compared to a 25% average for all coffee brands...
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Nescafe is highly profitable for Nestle Italy and generates a profit margin that can support aggressive advertising investments if the right positioning can be found. Nescafe accounts for 3% of Nestle Italy’s sales but 7% of the subsidiary profits.
Marketing Policies
The product of coffee in the Nestle Italy is lightly caffeinated...
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